This report describes how The Coca-Cola Company, the beverage corporation, is engaging American millennials (born between 1978 and 1995) and discusses the differences between this generation and those before it. View Summary

This report describes how The Coca-Cola Company, the beverage corporation, is engaging American millennials (born between 1978 and 1995) and discusses the differences between this generation and those before it. Through an on-going web-based study called iSHOP, Coca-Cola has found that millennials love to shop both on and offline and over-index on visiting many physical formats, compared to the older, Boomer generation. However, they are moving away from grocery stores and are replacing traditional grocery shopping habits with their own - they are more likely to visit stores with another person and shop with a specific dish or menu in mind. Purchasing grocery items online, particularly fresh food, is still not common and in-store merchandising has an unusually large influence at present. Examples of retailers who are adapting to millennial ways of shopping include Target and Trader Joe's, and the quick service restaurant, Chipotle.

This event report describes how Unilever, the FMCG company, is improving its ecommerce offering through better functionality, search and content. View Summary

This event report describes how Unilever, the FMCG company, is improving its ecommerce offering through better functionality, search and content. Search is a key concern for Unilever as consumers want to find required information quickly. Spreading product content around the internet increases consumer touchpoints, and helps raise the product in search engine rankings. The report describes how ecommerce has been developed through brand stores on Amazon, the online retailer, and YouTube. Unilever focuses on adding functionality to its online content to increase sales.

This event report explains how Clorox, the consumer products manufacturer, has used gamification as part of its marketing strategy in the US. View Summary

This event report explains how Clorox, the consumer products manufacturer, has used gamification as part of its marketing strategy in the US. Three approaches to gamification are described - building, buying and renting - with examples for each. Building is describes as creating the brand's own custom gaming experience, which means getting exactly what is required but requires a lot of planning and resourcing and carries risks. Buying involves adapting a partially completed offering created out-of-house that allows customisation without the difficulties of creation from scratch. Renting takes the form of attaching the brand name to a pre-existing property and is most suited to when marketers want to move quickly and utilise the scale of their partner. Gamification could also be extended inside companies as a way of motivating employees.

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Reaching the moms of tomorrow: How Kimberly-Clark targets Generation Z

This event-report describes insights that Kimberly-Clark, the personal care paper products manufacturer, has identified regarding Generation Z (those born after 1994) in the US, with importance placed on personalisation and digital services. View Summary

This event-report describes insights that Kimberly-Clark, the personal care paper products manufacturer, has identified regarding Generation Z (those born after 1994) in the US, with importance placed on personalisation and digital services. The company has identified key lifestages including puberty and motherhood which offer opportunities to attract people to the company's brands. Generation Z expects digital to be integrated into the retail experience, with information and advice available 24 hours a day. They enjoy personalisation, self-expression and customisation online, and brands should consider how this can be extended in-store, including through digital. This generation has strong feelings of social responsibility, and therefore brands which do good are important to them.

This event report describes how Procter & Gamble (P&G), the FMCG giant, reaches American millennials through their mobile devices. The company advises marketers to get the basics right - ensure that websites are mobile-enabled, remember to design for small screen sizes and to use the appropriate tone of voice; millennials are highly sceptical of traditional retailer tactics and value authenticity. Other recommendations include connecting mobile with social media, integrate as much customisation and personalisation as possible, make the most of millennials' enthusiasm to provide feedback and realise that even when in-store, they will be distracted by price-comparison through their phones. Examples of mobile strategies come from P&G brands including Always, the feminine hygiene range, CoverGirl, cosmetics, and Gillette, the male grooming line.

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